ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Corporate Mission Statements: Is This the Source of Success?

Updated on May 8, 2013
Dr Jerry Allison profile image

Dr Jerry is an associate professor at the Tillman School of Business at University of Mount Olive teaching management and analytics courses.

In a previous article, I discussed the importance to a business of having a good mission statement. Some firms have no mission statement, some have a poor one, and some have a good one. But the importance of the mission statement is to define what the business is. In another previous article, I chose three mission statements from government agencies, asking a few questions and making a few remarks. In this article, I have chosen three corporate mission statements. The three I have chosen are from very successful companies in software: Microsoft, Apple, and Adobe.


The Microsoft mission statement and more can be found by clicking here. The mission statement is as follows:

"At Microsoft, our mission and values are to help people and businesses throughout the world to realize their full potential. We consider our mission statement a promise to our customers. We deliver on that promise by striving to create technology that is accessible to everyone—of all ages and abilities. Microsoft leads the industry in accessibility innovation and in building products that are safer and easier to use."

Do you think Microsoft lives up to this mission statement?

See results

Do you think Microsoft's mission statement clearly defines what the company is?

See results

There are several things to note about Microsoft's missions statement. First, right away the mission statement talks about helping people and businesses. This statement implies that every product Microsoft produces, that product should meet a need. But also the statement implies that Microsoft's goal is to help people rather than make a profit. When people are at the center of a businesses strategic goals, the profit will follow. It also implies that customer service is going to be superior.

The second thing to note about the mission statement is that Microsoft pledges to be on the edge of technology. The objective of being number one and a pioneer in new products is written straight into the mission statement. The mission statement is a driving force for the people in Microsoft to make the company better than any other company.


Apple's mission statement and more can be found by clicking here. The mission statement reads,

"Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad."

Does Apple live up to its mission statement?

See results

Does Apple's mission statement clearly define the company?

See results

Which mission statement is more well-defined: Microsoft or Apple?

See results

Apple's mission statement clearly defines the products that it makes. This provides a boundary so that the firm does not wander from what it does best. Also, the mission statement emphasizes Apple's leadership in the market. As with Microsoft, being the best is encoded into the mission statement. Finally, Apple also states it is defining the future. This is similar to Microsoft's statement of being at the forefront of technology.


The last mission statement in this article is from Adobe and it can be found by clicking here. It reads as follows:

"Our mission: move the web forward and give web designers and developers the best tools and services in the world."

Do you think Adobe lives up to its mission statement?

See results

Do you think Adobe's mission statement clearly defines the company?

See results

Which mission statement do you think is best worded?

See results

Adobe's mission statement emphases two things. First, the needs of customers are paramount. The goal is to create solutions for people that have computing needs. The second emphasis is to produce the best products. As with Microsoft and Apple, being the best is important enough to be put into the mission statement.


This article has been a look at mission statements from three of America's most successful companies. A person can gain much insight from analyzing mission statements from successful organizations as well as unsuccessful organizations. There are three common features of these mission statements. One is taking care of customer needs, the second is being the best, and the last is being at the forefront of innovation. Maybe this is the recipe for success?


    0 of 8192 characters used
    Post Comment

    No comments yet.


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)